It is important to be clear about the distinction between strategy and tactics because misinformation leads to bad decision-making. There is too much at stake for this to not be perfectly clear.
No matter how much time you spend thinking about every conceivable scenario that might play out on social media, it is impossible to think of them all.
Opportunities arise, competitors emerge, trolls attack, sites go down, preferences change, and sometimes, pigs fly.
This is the nature of social media and the world in which we live and our businesses operate. Things change fast. Really fast.